Phone app helps hair coloring go hi-tech

NEW YORK — L’Oréal Paris is looking to make the hair color aisle at mass easier to shop and is eliminating the guesswork out of choosing the right hair color shade with its new “My L’Oréal Colorist” mobile app, which serves as a personal color consultant.

Available for free download at the Mac App Store, the “My L’Oréal Colorist” initially prompts iPhone users to either “Scan a Shade” or “Find a Shade.” The first option allows shoppers to use their mobile device to scan the UPC barcode of the L’Oréal Paris hair color product/shade they are interested in, while “Find a Shade” allows both at-home and on-the-go users to dive into a short questionnaire before learning their shade recommendation.

Designed with true-to-tone hair color visuals for easy navigation, this app also invites users to share if they are looking for a permanent or non-permanent color, which tone of hair color they are hoping to achieve and their preferred hair color form (e.g., crème, gel or foam).

Users also can consult consumer ratings, reviews and more details on a range of L’Oréal Paris’ hair color product lines. Users have the ability to share their recommended shade on Facebook to get feedback from friends before making their purchase.

The article above is part of the DSN Category Review Series. For the complete Hair Care Sell-Through Report, including extensive charts, data and more analysis, click here.

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